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To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.
Core Mission, Vision, and Values
To stimulate research focusing on a better understanding of consumer behavior from a variety of perspectives.
Journal of the Association of Consumer Research
The Journal of the Association for Consumer Research is a quarterly journal of thematic explorations from the Association for Consumer Research. The mission of JACR is to broaden the intellectual scope and interdisciplinary influence of the Association for Consumer Research.
Read LatestOur Research
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How Matte Product Surface Enhances Perceived Durability
Taehoon Park, University of South Carolina, USA
Junghan Kim, Singapore Management University, Singapore
Featured
When Stigma Does Good: Accentuating Certain Aspects of Stigma Enhances Effectiveness of Mental Health Messages
Chethana Achar, University of Washington, USA
Nidhi Agrawal, University of Washington, USA
Featured
The Journey That Makes Us: The Impact of Residential Mobility on Self-clarity and Consumer Motivation
Linying Sophie Fan, Hong Kong Polytechic University
Yajin Wang, University of Maryland, USA
Yuwei Jiang, Hong Kong Polytechic University
Featured
Yes, I can or "No, I can't" - Effect of Extraneous Affirmation- and Negation-Evoking Contexts on Brand Recall Memory: The Role of Semantic Activations
Sudipta Mandal, Indian Institute of Management Ahmedabad
Arvind Sahay, Indian Institute of Management Ahmedabad
Sanjeev Tripathi, Indian Institute of Management, Indore
Featured
Communicating Limited Financial Resources Increases Perceived Trustworthiness and Interpersonal Connection
Grant E. Donnelly, Harvard Business School, USA
Anne Wilson, Harvard Business School, USA
Ashley V. Whillans, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
Featured
When Does Slow Mean Luxurious?: The Effect of Product Motion Speed in Brand Communications on Status Perceptions
SungJin Jung, INSEAD, Singapore
David Dubois, INSEAD, France